Dataset

The dataset used for this little project is consisting of bike sales orders from a bike manufacturer to different shops in the US. We will use this data to see the customers’ preferences towards the different bike models in general and by segments.

Customer Preferences

Heat Map

Our customer-base consists of 30 bike shops. Several customers have purchasing preferences for Road or Mountain Bikes bases on the proportion purchased by sub-categories.

Customer Segmentation

This is a 2D projection bases on customer similarity that exposes 4 clusters, which are key segments in the customer base.

Customer Preferences By Segment

  1. Segment 1 Preferences: Mountain Bikes, Above $3200 (Premium Models)
  2. Segment 2 Preferences: Road Bikes, Above $3200 (Premium Models)
  3. Segment 3 Preferences: Road Bikes, Below $3200 (Economical Models)
  4. Segment 4 Preferences: Both Road and Mountain, Below $3200 (Economical Models)